In the world of digital marketing, it’s crucial for brands to keep a very close eye on the latest trends. Businesses must adapt not only to keep up with their competitors, but also to meet the demands and expectations of their customers.
Here’s a quick roundup of the latest trends dominating digital marketing in 2017:
Many brands have experimented with live video streaming over the last few years, but in 2017 – the game has changed. Now that it has reached the biggest social media platforms, live streaming has become a valuable marketing tool. Brands can use it to stand out from their competitors, to offer viewers a real-time insight into their organisation and allow users to take part in brand storytelling. It offers what Forbes.com terms a “digital connectedness” that other forms of digital marketing can’t even come close to.
Another trend that continues to grow this year is influencer marketing, which harnesses the power of trust, recommendation and word of mouth to build vital relationships between brand and consumer. Influencer marketing is a long-term strategy requiring no small level of skill and effort, and isn’t as simple as paying someone to be an advocate of your brand. It’s about adding to your own credibility, building relationships and establishing networks. If you can get it right though, it could do wonders for your brand.
In 2017, smartphones and tablets are not just a way for consumers to get online. They have started to replace laptops and desktops for online shopping, becoming a crucial part of the process when it comes to making purchase decisions. Google data shows that the number of shopping-related searches on mobile jumped by an enormous 120% over the last two years. The majority (82%) of shoppers now use their phones to research purchases they will make online or in a store. Capturing and catering to this lucrative market is essential for brands, especially those that could be missing out on a big chunk of potential revenue and exposure by neglecting mobile.
The best example of the kind of immersive content that is dominating 2017 is the 360-degree video format, which works exceptionally well for travel and location-based brands. The best success stories so far are Pepsi, Pokémon Go and Star Wars: Rogue One, all of whom have garnered significant publicity for their 360-degree video and augmented reality campaigns. However, any business can use it to help users explore and really get to grips with products or location-based offers. It offers consumers an opportunity to experience the marketing and engage with it on a deeper level, and it can win you a small army of followers if you get it right.
What do you think about this year’s key digital marketing trends? Are they simply fads, or worth looking more closely at? Please feel free to share your thoughts.